Asia-based online gaming and esports platform, Mobile Premier League (MPL), has extended M&C Saatchi Performance's media duties in the Indonesian market. This comes after MPL gave the agency the responsibility to lead its digital marketing efforts in the US, following the gaming platform's launch in July last year.
The length of the appointment is for a year, and there was no pitch as it is a partnership renewal, M&C Saatchi Performance's spokesperson told MARKETING-INTERACTIVE. "There was no pitch as this is a partnership renewal. We worked with MPL Indonesia since 2019 and last year, as the company expanded in the US, we helped them launch in the new market where we are also responsible for their digital marketing strategy," the spokesperson added.
Ridzki Syahputera, country head at Mobile Premier League, said that M&C Saatchi Performance has been a key partner for its business growth. "Thanks to the agency's deep knowledge in the digital landscape and to its strategic media approach, we established our presence as a leading brand in the Indonesian gaming industry. As we move into the next phase of MPL’s growth in Indonesia, we will be working closely with M&C Saatchi Performance to establish ourselves in the domain of esports and fantasy football," he added.
MPL recently became a new unicorn in mobile esports after it raised a funding round valued at US$2.3 billion. The platform counts 90 million registered users globally.
Roshat Adnani, director of growth at M&C Saatchi Performance said that it is delighted to have contributed to the growth journey of an innovative and ambitious company such as MPL. Adnani explained that over the past few years, the agency has focused on growing the platform’s user base in the Indonesian market and last year. "As MPL expanded in the US, we have helped them navigate the choppy waters of iOS 14.5. The extension of our partnership is a testament to the great results we have achieved together. It is an honour to be a partner of MPL and will do our best to take their success story even further," he added.
Separately, global sports network, beIN Asia Pacific, extended its partnership with M&C Saatchi Performance until April 2022. The extension came following a one-year successful partnership during which the agency handled digital media planning, buying, strategy and analytics for beIN’s streaming service, beIN Sports Connect. According to M&C Saatchi Performance's spokesperson then, beIN saw good results coming through since its partnership with the agency started in 2020, and is happy to continue working with it for the next big sports season.
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